JCPenney Academy Awards Lab

ACD and Social Media Writer, R/GA San Francisco

Called the "Surprise Oscar Winner" by Search Insider and an "Oscar-Worthy Example of a Brand Newsjacking the Academy Awards" by Hubspot, the real time response lab increased JCPenney's Twitter following by 100%. The campaign, a combination of reactive tweets, highly sharable data visualizations, and demographically targeted ads was a huge PR and social media success for the struggling brand.